Glitchez on Myntra FWD reimagines Ritviz’s ‘Udd Gaye’ in debut Gen Z campaign

Glitchez, the new fashion label on Myntra FWD, has unveiled its debut campaign, reflecting the expressive, chaotic and confident energy of Gen Z. The brand positions itself on the belief that great style should be affordable, aiming to make global fashion trends accessible through quality offerings and a range of over 15,000 styles. Glitchez seeks to represent how India’s youth truly dress — fun, fearless and fluid.

The launch features a high-energy fashion film that reimagines Ritviz’s hit track ‘Udd Gaye’, an indie anthem that, like Glitchez itself, merges Indian roots with global influences. The film visualises the brand’s world through a collage of Gen Z aesthetics, combining pop culture references, digital nostalgia, and unfiltered self-expression, all driven by rhythm, movement and attitude.

 

 

 

 

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Every frame of the film celebrates the fusion of culture and creativity, using bursts of colour, choreography and fashion to showcase how traditional Indian elements can coexist with futuristic design. The result is a vivid portrayal of a generation that is redefining what ‘Indian Gen Z’ means — eclectic, expressive and unapologetically individualistic.

Within 24 hours of release, the film recorded over 11 million views, indicating strong engagement and resonance with young audiences nationwide.

Aditya Vaidya, senior director and lead, revenue and growth, FWD by Myntra, said: “Glitchez on Myntra FWD is here to make trend-led fashion democratic and accessible for everyone. Gen Z does not just wear fashion; they remix it and make it their own. This campaign reflects the energy of a generation that is rewriting the rules, with ‘Udd Gaye’ as the perfect track to capture that feeling of freedom and self-expression.”

With this launch, Glitchez establishes itself as a brand that not only mirrors youth culture but also contributes to shaping it — Indian at heart, global in outlook, and distinctly Gen Z in spirit.